Armani Marketing Strategy – Marketing Strategy of Armani: The Armani Italian Fashion House was founded in 1975 by Giorgio Armani. It is a fashion house that produces, designs, distributes, and sells fashion wear, ready-to-wear leather items, and accessories like wallets, jewelry, and cosmetics.
It is also involved in the development of luxury chain hotels in different cities around the world in partnership with Emaar Properties.
Armani At A Glance – Marketing Strategy of Armani
Company : Armani
CEO: Giorgio Armani
Founder: Giorgio Armani | Sergio Galeotti
Year founded: July 24, 1975, Milan, Italy
Headquarters: Milan, Italy
Annual Revenue: €5.90 billion
Profit | Net income: €90 million
Number of employees : 7,309
Products & Services: Its product lines cover all corners of fashion, including apparel, swimwear, accessories, perfume, cosmetics, watches, eyewear, bags, and shoes for men, women, and kids.
Armani Fun Facts: The name Armani is a girl’s name of Italian origin meaning “warrior”
Marketing Strategy of Armani
Armani’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Armani? Let us discuss.
Armani Marketing Strategy – Segmentation, Targeting, Positioning
The Italian brand uses psychographic and demographic segmentation strategies based on segmentation variables like age, gender, income, or attitude.
Because the brand is in the luxury segment, it employs a selective targeting strategy to appeal to its product offerings in this niche market.
It has established itself as an Italian fashion-savvy brand, breaking all the rules and leading the fashion industry with its fashionable accessories and fashion apparel. To position itself as a luxury brand, it uses value-based positioning strategies.
Armani Mission Statement
“To create clothes and accessories that aspire for perfection that transcends fashion”
Armani Vision Statement
“It speaks for you”
Armani Marketing Strategy – Competitive Advantage
Strong Product Portfolio:
This luxury apparel brand’s product portfolio includes accessories, makeup, and watches, as well as haute couture, interior design, real property, restaurants, hotels, and real estate. World of Armani also has sub-brands/operating businesses like Emporio Armani and Giorgio Armani.
Strength in the advanced nations:
The brand is well-known in developed countries through a variety of store formats. This helps it to be competitive with other peer brands in the market.
Armani Marketing Strategy – BCG Matrix
The brand’s premium apparel and accessories are available in a variety of business segments, including fashion apparel & accessory, restaurants & hotels, and real estate.
The SBU strategic business unit fashion apparel & accessories, Restaurants & Hotels, and Restaurants & Hotels are the Stars of the BCG matrix. Real estate is the Question Mark in the BCG matrix.
Armani Marketing Strategy – Distribution Strategy
To make its products accessible to end customers, it uses a variety of delivery channels. It sells its products via resellers, wholesalers, and distributors as well as retailers and company-owned stores.
It is a strong brand presence in the European market, as well as in major economies around the globe.
Armani Marketing Strategy – Brand equity
Giorgio Armani built Armani for over 30+ years, with many product lines ensuring high visibility on the market.
Armani was ranked 97 th on the Forbes list of the World’s Most Powerful Brands. According to the market capitalization value method, Armani’s brand is worth $ 3.7 billion and generates revenue of $ 3.31 trillion.
Armani Marketing Strategy – Competitive Analysis
The parallel economy, i.e. the unorganized market. The companies that operate in these segments have high visibility and brand pull. This creates buzz in the market and builds a reputation by building a distinct image in the minds of consumers. However, retaining customers becomes difficult due to high brand switching from the customers. It is competing with other brands such as Chanel and Dior, Gucci, and Hermes Louis Vuitton.
Armani Marketing Strategy – Market Analysis
The luxury fashion accessory and apparel industry is experiencing an uptrend due to changes in lifestyles, increasing migration, climate conditions, climatic conditions, and a rise in cosmopolitan culture.
The industry is however affected by factors like rising labor costs, government policies & regulations, counterfeit products, and a low fad lifetime cycle.
Armani Marketing Strategy – Customer Analysis
Armani customers are in the retail segment of those between 15 and 50 years old who have an affinity for fashionable wear & accessories.
Its corporate customers are various institutions, distributors wholesalers resellers, wholesalers, and other business entities. Armani customers are upper-middle-income and upper-income social classes.
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